Sources were correct – Auckland streetwear store Superette will open their first Wellington location in the next fortnight. According to a company rep, the store will be housed in the old Marvel space near WORLD on Victoria Street and is set to stock Sass and Bide, Camilla and Marc, Nudie Jeans, Bassike, Friend of Mine, Lover and Stolen Girlfriends Club, among other soon-to-be-announced labels. It’s been a year of aggressive expansion for Superette – last November, the store undertook a controversial advertising campaign that made worldwide headlines for its depiction of violently killed females in frocks (the slogan read: ‘Be caught dead in it’). And earlier this month, Superette published their own broadsheet magazine featuring a 10 page fashion story shot by Olivia Hemus. Their brand message is clear: when in recession, charge ahead. Wellington is a tightly controlled retail market jealously guarded by a small few power-stores. How the loyal Wellingtonians will respond to a bunch of Auckland upstarts remains to be seen. We’ll await developments with keen interest.
I LIKE YOU!